Exam
Name___________________________________

MULTIPLE CHOICE.  Choose the one alternative that best completes the statement or answers the question. 

1) 

What is the challenge of public relations? 

1) 

_______ 

A) 

dynamic. 

B) 

conflictual.. 

C) 

multifaceted. 

D) 

strategic. 

2) 

What is not a representative term of the definitions of public relations?  

2) 

_______ 

A) 

strategic. 

B) 

manipulative. 

C) 

deliberate. 

D) 

planned. 

3) 

Which of the following terms is not generally associated within the accepted
definitions of public relations? 

3) 

_______ 

A) 

symmetry. 

B) 

management. 

C) 

strategies. 

D) 

feedback. 

4) 

What is not a component of public relations? 

4) 

_______ 

A) 

research. 

B) 

counseling. 

C) 

hospitality. 

D) 

publicity. 

5) 

Which is not a component of basic public relations practice? 

5) 

_______ 

A) 

counseling. 

B) 

fund-raising. 

C) 

networking. 

D) 

employee relations. 

6) 

Which is a major difference between public relations and journalism? 

6) 

_______ 

A) 

Journalists gather and select information for the primary purpose of providing the public with news and information. 

B) 

Journalists write for segmented audiences. 

C) 

Journalists reach audiences through a variety of channels. 

D) 

Journalism has many components. 

7) 

Which is a major difference between public relations and advertising? 

7) 

_______ 

A) 

Advertising is broader than public relations in scope. 

B) 

Advertising often uses public relations as a communication tool. 

C) 

Advertising relies on a number of communication tools. 

D) 

Advertising involves paid space and broadcast time. 

8) 

Which of the following is not an accurate statement regarding the relationship between public relations and advertising?  

8) 

_______ 

A) 

Advertising is paid time and space, while public relations material is often dictated by media gatekeepers.  

B) 

Advertising is usually more costly.  

C) 

Advertising is addressed to external audiences only.  

D) 

Public relations is narrower in scope.  

9) 

Which is a major difference between public relations and marketing? 

9) 

_______ 

A) 

Marketing serves public interest and generates public goods. 

B) 

Marketing provides third-party endorsements. 

C) 

Marketing primarily aims to selling products and services for profits and satisfying customers. 

D) 

Marketing establishes a corporation as an authoritative source of information. 

10) 

What does strategic communication not require to successfully integrate advertising, marketing and public relations? 

10) 

______ 

A) 

issue-focused. 

B) 

research-based. 

C) 

global/multicultural. 

D) 

new media-oriented. 

11) 

Which "body" established seven key courses for a typical college public relations curriculum? 

11) 

______ 

A) 

Integrated Communications Council. 

B) 

Public Relations Society of America. 

C) 

Public Relations Task Force. 

D) 

Commission on Public Relations Education. 

12) 

What does not explain a changing focus in public relations? 

12) 

______ 

A) 

The growth of public relations as a career field distinctly separate from journalism has spawned. 

B) 

An expanding area of public relations practice is crisis communication counseling, taken in the larger context of strategic management of conflict. 

C) 

The number of public relations jobs is recently stagnating. 

D) 

The field of public relations has broadened far beyond the concept of media relations. 

13) 

Which is not a key public relations course recommended by the Commission on Public Relations Education? 

13) 

______ 

A) 

case studies in public relations. 

B) 

public relations research. 

C) 

public relations management. 

D) 

crisis communication. 

14) 

According to the Commission on Public Relations Education, any PR curriculum should have five basic courses. Which is one of these courses? 

14) 

______ 

A) 

issues and crisis management. 

B) 

human resource management. 

C) 

campaigns. 

D) 

media and society. 

15) 

According to a 2006 survey of public relations professionals by PRWeek, what are the most major areas of public relations? 

15) 

______ 

A) 

public relations firms/agencies. 

B) 

self-employment/freelance. 

C) 

corporations. 

D) 

nonprofits/charities. 

16) 

Which is considered an essential ability for a public relations practitioner? 

16) 

______ 

A) 

writing skill. 

B) 

design skill. 

C) 

marketing experience. 

D) 

networking. 

17) 

Increased salaries and promotions go to people who show top management what type of abilities or skills? 

17) 

______ 

A) 

problem-solving ability. 

B) 

research ability. 

C) 

planning expertise. 

D) 

business/economics competence. 

18) 

What is the national median salary average for "experienced" (and more than 20 years in the professional experience) public relations practitioners?  

18) 

______ 

A) 

$132,690. 

B) 

$158,930. 

C) 

$92,000. 

D) 

$102,500. 

19) 

What percentage of public relations professionals are female? 

19) 

______ 

A) 

40 percent. 

B) 

60 percent. 

C) 

20 percent. 

D) 

80 percent. 

20) 

What sector offers public relations professionals the highest median salary? 

20) 

______ 

A) 

telecommunications. 

B) 

technology/internet. 

C) 

health care. 

D) 

financial services. 

21) 

What is not a factor to explain the salary gap with regard to gender? 

21) 

______ 

A) 

women attempting to balance work and family. 

B) 

lack of licensing measures. 

C) 

number of years in the field. 

D) 

technician duties versus managerial responsibilities. 

22) 

The public relations field is most extensively developed in 

22) 

______ 

A) 

Hong Kong. 

B) 

United States. 

C) 

Canada. 

D) 

Australia. 

23) 

Aside from the United States, two major areas for public relations growth are 

23) 

______ 

A) 

South America and Australia.  

B) 

Australia and Asia. 

C) 

Europe and Africa. 

D) 

Europe and Asia. 

24) 

Which is a factor in fueling the trend toward integrated communication approach in public relations? 

24) 

______ 

A) 

larger budgets for organizational marketing and communication. 

B) 

marketing of products/services generally unaffected by public and social policy issues. 

C) 

continued growth of organizations. 

D) 

advertising, because of high costs, isn't the silver bullet that it used to be. 

TRUE/FALSE.  Write 'T' if the statement is true and 'F' if the statement is false. 

25) 

Public relations is a process, which is a series of actions, changes or functions. 

25) 

______ 

26) 

Research is the first step in any successful public relations campaign.  

26) 

______ 

27) 

Journalists write primarily for segmented, targeted audiences, and are less inclined to appeal to the masses.  

27) 

______ 

28) 

Public relations is primarily addressed to external audiences.  

28) 

______ 

29) 

Marketing is primarily designed as a relationship-building strategy, and less focused on economic concerns. 

29) 

______ 

30) 

There has been an increasing realization that an organization's goals and objectives can be best accomplished through an integrated approach, not just through marketing but through all communication functions.  

30) 

______ 

31) 

The internship is one of five basic courses recommended by the Commission of Public Relations Education for any college public relations curriculum. 

31) 

______ 

32) 

Problem-solving ability is considered an essential ability for those pursuing a public relations career.  

32) 

______ 

33) 

The median annual salary for recent graduates working in public relations is higher than the median national average for all communication fields.  

33) 

______ 

34) 

The salary advantage for men over women is unique in public relations.  

34) 

______ 

ESSAY.  Write your answer in the space provided or on a separate sheet of paper. 

35) 

People who plan to careers in public relations should develop knowledge and ability in five basic areas. List the five essential qualifications and attitudes of public relations professionals and address why each area is important in the public relations practice.  

36) 

You have a choice of getting a prestigious internship at either a local metropolitan daily newspaper, or at a small but well respected public relations firm. Cite and elaborate on pros and cons for each, and then close with your decision and why it best fits your skill set, personality, and long-term goals.  

 

1) 

C 

2) 

B 

3) 

A 

4) 

C 

5) 

C 

6) 

A 

7) 

D 

8) 

D 

9) 

C 

10) 

A 

11) 

D 

12) 

C 

13) 

D 

14) 

C 

15) 

A 

16) 

A 

17) 

A 

18) 

C 

19) 

D 

20) 

A 

21) 

B 

22) 

B 

23) 

D 

24) 

D 

25) 

TRUE 

26) 

TRUE 

27) 

FALSE 

28) 

FALSE 

29) 

FALSE 

30) 

TRUE 

31) 

TRUE 

32) 

TRUE 

33) 

TRUE 

34) 

FALSE 

35) 

36)